A simulation of moral behavior within marketing exchange relationships
A simulation of moral behavior within marketing exchange relationships
复制标题
营销交换关系中道德行为的模拟
DOI：
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发表时间：
2007
期刊：
影响因子：
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通讯作者：
A. Watkins
中科院分区：
文献类型：
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作者：
R. Hill;A. Watkins
本研究使用一个模拟的企业对企业销售环境来检验五种个人道德哲学（真正的利他主义者、真正的利己主义者、现实的利他主义者、以牙还牙和现实的利己主义者）。模拟基于迭代囚徒困境及其相关收益，使用计算机生成的销售代理代表不同的公司和行业。代理人在1000轮中随机选择，并根据所述的道德哲学与交换伙伴进行互动。在某些情况下，不同的企业文化被加入，以确定它们对企业内部代理人哲学取向的演变和最终组合的影响。模拟结果表明，道德行为对公司以及他们所参与的更大行业的长期财务成功的重要性。
This investigation uses a simulated business-to-business sales context to examine five individual moral philosophies (true altruists, true egoists, realistic altruists, tit-for-tats, and realistic egoists). The simulation is based on the Iterative Prisoner’s Dilemma and its associated payoffs, employing computer-generated sales agents that represent different companies and industries. The agents were selected randomly across 1,000 rounds, and interacted with exchange partners according to the moral philosophies noted. In some cases, various corporate cultures were added to determine their impact on the evolution and final mix of philosophical orientations of agents within firms. Simulation results indicate the importance of ethical behavior on the long-term financial success of companies as well as the larger industries in which they participate.